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Case Study DTH

Dish TV wants to add a new entertainment channel and has appointed a consultant to survey Mumbai viewers to decide if the channel should be included. The consultant believes surveying only Mumbai viewers would be sufficient as it is a large, diverse city that can provide insights into how the channel may be received across India. However, the summary does not indicate if the consultant's approach is proper.

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Nawazish Khan
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1K views2 pages

Case Study DTH

Dish TV wants to add a new entertainment channel and has appointed a consultant to survey Mumbai viewers to decide if the channel should be included. The consultant believes surveying only Mumbai viewers would be sufficient as it is a large, diverse city that can provide insights into how the channel may be received across India. However, the summary does not indicate if the consultant's approach is proper.

Uploaded by

Nawazish Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Q.1) Dish TV has around 500 channels.

Now it is planning to add one more channel to its basic services


because it wants to increase its sales. This channel is expected to be one amongst few entertainment
channels. One of your friends is appointed as a consultant with Dish TV. Since Mumbai is the hub of the
entertainment industry in India, your friend is of the opinion that a survey of the channel’s Mumbai
viewers would be sufficient to know if a new channel has to be included or not. Is his approach proper?

Ans:1) Choosing Mumbai as sample by our Judgement (Sampling) is very correct as Mumbai is a huge
city with wide variety of subscriber living there, people from different cultures, class and obviously, age
groups. Its quite reasonable to launch new channel in Mumbai as its reception can be analyzed over
wide variety of subscribers. A cluster sampling where cluster of different cultural localities will provide
its reception in all type of cultures and societies which can be co-related with corresponding areas in
country for its launch.

For example, cluster Mumbra Town (80% Muslim Population) can give us idea of channel’s reception in
Hyderabad, Aligarh, Lucknow or even Whole of Jammu and Kashmir state which has high Muslim
Population.

Q.2) Tata Sky has introduced a new service called Tata Sky+. It wanted to know its existing customers’
feedback about this service. It divided its customer base into five age groups i.e., 10–19, 20–29, 30–39,
40–49, 50–59 and surveyed these groups accordingly. Is this approach proper?

Ans:2) Making strata of age groups won’t be very effective as


 10-19 age group may utilize its feature for recording and HD quality.
 20-29 age group mostly prefers Internet for there Movie/Music. They’ll be hesitant in spending
money on it.
 30-39 age group is the best segment where Sky+ feature will be mostly used by subscribers.
 40-49 age group will find it too hectic to fully utilize its features, won’t be pocket friendly to
them.
 50-59 age group subscriber have already adapted there life style in a certain rigid pattern, so
recording feature won’t be much usable for them.

Instead of Age as a stratum, “Priced-Pack Subscribed” or “Watch Duration” will be more fruitful as it
will give clean cut segment that can afford and are willing to enjoy Tata Sky+ features. These segments
will be the elite group that’ll enjoy Tata Sky+ connections as some sort of luxury, eventually promoting
its Value.

Q.3) The number of subscribers of Sun Direct service is 3.1 million. The company wanted some inputs
about its service from its existing subscribers. They proposed to select a sample of 100,000 subscribers.
What should be the approach?
Ans: 3) Sun Direct is mere using a small sample size of only 3.12% of its total subscribers, and need of
inputs about service from its existing subscribers is the sole demand of Sun Direct, hence Systematic
Sampling will be quite efficient for the same. As other sampling techniques might require other
irrelevant tasks and may be costly to researcher.

To acquire frame for Systematic sampling = (100,000 sample size) ÷ (3,200,000 subscribers) = 1/32

By choosing every 32nd customer, we can cover whole 3.1 million subscribers along with all its variety
of its customers

Q.4) Big TV has a million customers. Since the management received complaints of its poor customer
service, they worked on it and resolved the problem. Later on, the management wanted to know
whether proper customer service was being provided. So, they wanted to survey 10,000 customers of
Big TV. How should the sample be selected?

Ans: 4) Big TV can have convenience sampling from directory of customer complaints, or another way
could be Simple Random sampling which will represent unbiased data about entire population. While
doing simple random sampling consumer’s preference towards new channels (Big TV’s plans to add 130
channels.) can also be taken along.

Q.5) Airtel service is planning to add one more channel to its basic service. There are five channels to
choose from, and the company would like some input from its subscribers. There are about 1 million
subscribers, and the company knows that 35% of these are college students, 45% are white-collar
workers, 15% are blue-collar workers and 5% are others. What type of sampling should be used here
and why?

Ans: 5) We already have Quota about subscriber’s composition, keeping the same proportion with
sample size we can do Multistage sampling with all 5 channels we have as options. It might be a bit
costly, but keeping affordability of Conglomerate like Bharti Airtel, this Multistage sampling will
provide Crystal clear segmentation for each channel and its demand in different segments/Quotas.

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